Social Media and Hospital Brands: A field Study in Turkey

• Autorzy: Alper Güzel , Dilaver Tengilimoğlu , Aykut Ekiyor
• Języki publikacji: EN

Abstrakty

EN

The objective of this study is to evaluate the respondents' use of social media and explore whether there are any differences, according to their demographics and social media use behaviors. The study was conducted on the Facebook pages of three hospitals in Turkey and totally, 443 questionnaires were completed. Frequency, mean and percentage distributions were calculated and Factor Analysis, Kruskal-Wallis and Mann-Whitney U tests were conducted in order to achieve the objectives of this study. As a result, healthcare organizations should enhance their presence and be more active on social media in order to increase the perceived benefits of the users and to strengthen their brands.(original abstract)

Słowa kluczowe

EN

Social media; Brand; Hospital service; Mann-Whitney test

PL

Media społecznościowe; Marka; Szpitalnictwo; Test Mann-Whitney

• Czasopismo: Journal of Economics & Management / University of Economics in Katowice
• Rocznik: 2015
• Numer: nr 22
• Strony: 16--31

Twórcy

autor

Alper Güzel

• Gazi University, Turkey

autor

Dilaver Tengilimoğlu

• Atılım University, Turkey

autor

Aykut Ekiyor

• Gazi University, Turkey

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